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Hindi GECs play second fiddle to Narendra Modi in election results week
MUMBAI: It was the fourth consecutive week that the Hindi general entertainment channels (GECs) had nothing exciting to write home about. Till 10 May, the genre was affected by the onslaught of Indian Premier League (IPL), and was largely unruffled by the news genre and political coverage.
However, the last week (11–17 May) saw a change in the equation as per TAM data (sourced from subscribers) for the Hindi-speaking markets (HSM). It was the news genre, especially Hindi news, which doubled its genre share, and in the process bit a large bite from other genres, including Hindi GECs, Hindi movies and sports.
Clearly, in terms of gross television viewership in millions (GVMs), the Hindi news genre doubled (566 million GVM) in Week 20, compared to 284 million in the trailing week. Even the last four-week average of the genre was at 296 million. The jump was due to the results for the 16th Lok Sabha elections, which saw the Narendra Modi-led BJP coming to power with a clear majority.
And while Hindi GECs lost 39 million GVMs, the overall TV viewership (any channel) in the HSM increased to 7,452 million. At the same time, the Hindi movie genre also saw a dip of 74 million GVMs. MAX, which airs the IPL matches, alone had grown by 84 million GVMs in the trailing week.
The GEC saga
The leader of the genre Star Plus was the biggest loser during the week. It saw a drop of 52 million GVMs. Despite the fall, it comfortably managed to keep its No. 1 position as eight of its fiction properties found a place in the top 10 fiction shows.
And while the pecking order of the Hindi GECs remained unchanged, Sony Entertainment Television (SET) and Life OK managed to show some gain in viewership.
SET’s gain is phenomenal as it added 27 million GVMs during the week. Out of this, 21 million was on the back of ‘Entertainment Ke Liye Kuchh Bhee Karega’, the latest season of the reality show it launched in the 9 pm band from Monday to Thursday. It opened with 3.6 million TVM with a reach of 11.6 million and time spent per viewer (TSV) of 18.9 minutes. Its weekly average was 2.7 million with a reach of 9.5 million and a TSV of 16.6 minutes.
Star Plus remained leader of the Hindi GEC genre, comfortably ahead of its closest competitor with over 28.5 per cent of the genre. Star Plus lost 52 million GVMs to end the week with 681 million. It had eight shows—‘Diya Aur Baati Hum’, ‘Saathiya Saath Nibhana’, ‘Yeh Rishta’, ‘Yeh Hai Mohabbatein’, ‘Veera’, ‘Saraswatichandra’, ‘Mahabharata’ and ‘Pyar Ka Dard Hai’—in the top 10 fiction list.
However, ‘Diya Aur Baati Hum’ dropped to No. 2 and ‘Saathiya…’ took the lead this week.
Zee TV managed to hold its ground this week. Remaining almost at the same level, it had one show, ‘Jodha Akbar’ in the top 10 list.
Colors, at the third spot, lost another 9 million GVMs and for the sixth consecutive week, it could not boast any fiction show in the top 10 list. SAB contributed one show, ‘Tarak Mehta’, to the top 10 fiction shows.
Top non-fiction/ weekend programmes
Continuing the trailing week’s trend, non-fiction shows also suffered from the slump in viewership. Colors’ top non-fiction show, ‘Comedy Nights with Kapil’, while remaining No. 1 in the category, dropped to an average of 5.9 million, from 6.9 million in the previous week. At No. 2 was ‘Khatron Ke Khiladi’ (Colors) with 5.3 million, up from 4.9 million in the previous week. Zee TV’s ‘DID Little Masters 3’ was at No. 3 with 3.3 million, down from 3.4 million. At No. 4 and No. 5 were ‘CID’ and ‘Entertainment Ke Liye…’ from SET with 3.3 million and 2.7 million respectively.